Two thirds of Kiwi kids don’t have enough calcium in their diets. But it’s almost impossible to engage with both them and their parents in a meaningful way, in order to convince them to drink more milk.

But find a way they did! And ironically, it came about through one of childhood’s most painful but memorable moments. A broken bone!

In New Zealand, 10,000 kids break their arms every year. For those of us who have been in the broken bone brigade we can clearly recall the moment we headed into school, armed with both a cast and a story to match in order to garner some playground glory.

The opportunity that a broken bone created, standing for more than just schoolyard prowess, was the recognised for its potential to remind both children and parents alike of the bone-strengthening potency of Anchor’s calcium-enriched milk. To do so the X-ray Cast was created – a cast that proudly displayed the x-ray of the broken bone on the outside, with a bar code that entitled them to free bottles of Anchor Calci+ milk at the supermarket while their bones healed.

Fonterra/Anchor partnered with emergency rooms and used their social channels to raise awareness of this initiative with parents and children alike, connecting with them directly at a time in their lives where the value of strong bones is most important.

Their measures of success were reach and engagement, aiming to engage with as many parents as possible to stress the importance of bone health and how it can help you to Go Strong.

All of Anchor’s objectives were surpassed, achieving five times the industry click-through-rate, over 2.5 million digital impressions, increased website viewership by over 3,000% and, most importantly, 800 lucky children received X-Ray Casts that helped then to go strong.